Measuring your website is vital to understanding not only how your site is performing, but also how people consume the content. Yet many don’t go beyond simple measuring of visitors, page views and other vanity metrics. Measuring interactions and user intent is often tricky and requires some JavaScript knowledge and code-level access. In this session, Thom’s demonstrates how to use events, tag management, and a data layer to help understand visitor intent, while taking the pain of code and development cycles out of the equation.